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The food festival was brimming with Quanzhou's vibrant, festive atmosphere.
Gastronomy Meets Guochao: World Heritage City Quanzhou Sparks a New Wave of Consumer Energy
Two Districts, One Dynamic Metropolis
Part I: The World Heritage Gourmet Walk — Every Step a Story of Flavour
QUANZHOU, China, December 2025 — Last weekend, the UNESCO World Heritage city of Quanzhou was transformed into a vibrant, open-air culinary adventure. More than 5,000 hiking enthusiasts gathered not only to retrace the city's historic role along the Maritime Silk Road, but also to experience a specially designed World Heritage Gourmet Walk. As a flagship event of the recently concluded 2025 China (Quanzhou) Maritime Silk Road International Food Week, the route quickly became the most popular choice, seamlessly blending heritage exploration with gastronomic discovery.
Participants wandered through historic lanes, sampling local snacks while uncovering lesser-known heritage sites. The air was filled with the aromas of freshly prepared street food and the melodic strains of contemporary interpretations of Nanyin, the region's ancient musical tradition. Along the route, string puppet theatre and Wuzuquan martial arts performances animated the journey with living cultural expressions.
"I came for the heritage walk, but ended up on an unforgettable food trail," said Mr. Wang, a visitor from Zhejiang province, his backpack packed with Southern Fujian rice dumplings, braised pigeon, and tusundong—a distinctive local seafood aspic.
Over four days, the food week—serving as the finale of Quanzhou's broader seasonal consumption campaign—presented a panoramic view of the city's culinary landscape. Time-honoured heritage brands preserving centuries-old recipes stood alongside vendors offering Southeast Asian satay skewers, colourful Nyonya pastries, and mango sticky rice. The ancient city became a moving pantry, with an unspoken rule among participants: arrive with an empty bag, leave with a full one.
Part II: Beyond the Festival — The Enduring Pulse of a City of Gastronomy
Although the festival has concluded, Quanzhou's gastronomic momentum continues. Since the city was officially designated a UNESCO City of Gastronomy on 31 October, Licheng District has partnered with industry associations to roll out a series of curated dining experiences.
Highlights include the Citong Banquet at Quanzhou Hotel, which reinterprets local flavours through refined presentation, and the Citong Snack Banquet at Shiwei Grand Restaurant, offering an accessible introduction to classic street foods. Across the district, the unmistakable aroma of jiangmuya—ginger-braised duck—drifts from specialist eateries, reinforcing its status as the city's culinary signature.
Seasonal dining also features prominently. Winter warming dishes centred on fresh lobster and hairy crab draw diners to establishments such as Yuelai Restaurant, while a popular restaurant within the creative complex Yuanhe 1916 attracts steady crowds with discounts on award-winning provincial and municipal dishes. Signature offerings such as Minnan Impression Ginger Duck and Tea Oil Duck further enrich the city's cultural-tourism dining scene.
Part III: Guochao Retail and Home Buying — Jinjiang's High-Energy Consumer Boom
If Quanzhou's ancient city embodies slow-paced, flavour-rich immersion, neighbouring Jinjiang District offers a contrasting narrative of speed, trend, and scale. Following the launch of a Guochao (China-chic) footwear and apparel promotion and the opening of Quanzhou's first city outlet, Jinjiang kicked off the second "Guochao Goods, Soaring Together" festival on 1 December.
Running until 8 February 2026, the campaign features more than 20 major domestic brands offering discounts of up to 90 per cent, bolstered by a one-million-yuan government subsidy. Scenes of heavy foot traffic at Quanzhou Jinjiang International Airport and Heping International Plaza underscore the strength of consumer demand, with long checkout queues becoming a common sight.
The atmosphere is further energised by prize draws on key dates such as 12 December and 1 January, with rewards ranging from electric scooters and smartphones to smartwatches, alongside airport VIP service cards. Jinjiang has also introduced a "ticket-stub economy", allowing concert-goers to access dining, shopping, and travel discounts at nearly 100 partner businesses simply by presenting their event tickets—encouraging a seamless "attend and explore" experience.
Meanwhile, the property market has received a boost through a home-purchase incentive programme running until 31 March 2026. Grants of up to 70,000 yuan (approximately USD 9,800), with additional support for families with two or more children, aim to make settling in Jinjiang more attainable. The scheme covers multiple major residential developments across the district.
Conclusion: A Symphony of Consumption
Spanning autumn and winter, this city-wide campaign highlights the combined appeal of Quanzhou's gastronomic heritage and the rising momentum of the Guochao economy. From the yanhuoqi—the lively, grounded atmosphere—of the ancient city to the fashion-forward buzz of Jinjiang's commercial centres, from culinary pleasures to lifestyle aspirations, Quanzhou is activating consumer vitality through coordinated district-level efforts, diverse offerings, and tangible incentives.
With more than 50 million yuan in consumer benefits covering everyday needs, and themed events across commercial hubs such as Wudianshi Guochao Block and Wanda Plaza complementing the historic city's cultural and culinary experiences, a coherent picture of region-wide consumption has emerged. The result is a compelling portrait of a historic metropolis pulsing with contemporary consumer energy.
By Wang Yujing, with contributions from Chen Sifan, Lei Yingmiao, and Yang Hua
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